# Template 1 · The Tool Demo (30 seconds)

**Use it when:** you found a tool, feature or prompt that produces a visible result on screen.
**Best stage:** Solution-aware (C) or Problem-aware (B). **Sells:** the comment keyword.
**Why it works:** Schwartz's *intensification*: the product in action, the viewer in the scene. The screen does the convincing; you only narrate.

Speaking pace used for timing: about 2.5–3 words per second (a rough rule of thumb; time your own voice once).

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## The timing

| Time | Block | What you say | What's on screen |
|---|---|---|---|
| 0–2s | **Hook** | The result they want, or the problem they have. Not the tool name. ≤12 words. | The *finished* result already on screen + hook text (3–6 words). |
| 2–5s | **This is you** | "If you [DO THE TASK] by hand, this is for you." | Your face or the "old way" (messy doc, 14 tabs). |
| 5–8s | **Name it fast** | "It's called [TOOL]. [PRICE: free / $X]." | Logo or homepage, 1 second max. |
| 8–20s | **Show it** | 3–4 short beats: "Paste [INPUT]. Click [X]. That's it." | Screen recording, zoomed in. Cut every 2–3 seconds. |
| 20–25s | **Proof** | One specific number: time, price, stars, result. | The number on screen, big. |
| 25–30s | **One CTA** | "Comment [KEYWORD] and I'll send you [ASSET + LINK]." | Keyword in huge text. |

**Word budget:** ~75–90 words total.

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## Fill-in script

> **[0–2s]** [RESULT] in [TIME]. *(or: Still [DOING TASK] by hand?)*
> **[2–5s]** If you [DO TASK] every [PERIOD], this is for you.
> **[5–8s]** It's called [TOOL]. It's [FREE / $PRICE].
> **[8–20s]** You [STEP 1]. You [STEP 2]. And [RESULT APPEARS]. Watch — [ONE DETAIL THAT SURPRISES].
> **[20–25s]** [PROOF: what used to take X now takes Y / it costs Z / N people use it].
> **[25–30s]** Comment [KEYWORD] and I'll send you the link plus [BONUS].

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## Fully written example

*Topic: using a Claude Project as a "brand brain" so every draft sounds like you. (Claude Projects let you add files as project knowledge; check current plan limits in the app.)*

| Time | Voice-over | On-screen text | Visual |
|---|---|---|---|
| 0–2s | "Your AI drafts sound like a robot. Fix it once." | **AI that sounds like you** | A finished LinkedIn post in your voice, highlighted |
| 2–5s | "If you rewrite every AI draft by hand, this is for you." | **Rewriting every draft?** | You, scrolling a red-marked draft |
| 5–8s | "It's a Claude Project. Ten minutes to set up, once." | **Claude → Projects** | Projects sidebar, 1 second |
| 8–20s | "Drop in five posts you're proud of. Paste this one-line instruction. Now ask for a post about anything — it pulls your phrases, your length, your rhythm." | **5 posts → 1 instruction → done** | Upload files → paste instruction → type request → output streams in |
| 20–25s | "My edits went from rewriting everything to fixing two lines." | **Edits: 2 lines** | Side-by-side: old draft vs new draft |
| 25–30s | "Comment VOICE and I'll send you the exact instruction I paste." | **Comment VOICE** | Keyword huge, finger pointing down |

**Word count:** 79 · **Length:** ~30s

*The proof line is my experience; replace it with what you actually measure.*

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## Mistakes that kill this format

- Opening on the tool's homepage. The first frame must be the *result*.
- Explaining features ("it has a knowledge base, a context window…"). Show one result instead.
- Two CTAs ("follow and comment"). Pick one.
- A 10-second login/setup scene. Cut straight to the moment it works.

## Variations
- **"Free vs paid":** beat 5–8s becomes "It does what [PAID TOOL] does. Free."
- **"Hidden feature":** hook = "You use [TOOL]. You're not using [FEATURE]." (Product-aware viewers only.)

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Made by Dan Shipped — @danshipped